“We look for people who get where we’ve been and where we want to go, and have the foresight to take us there through their messaging and creativity,” Soliman says. But he also confesses that some aspects of the new era of digital marketing don’t appeal to him so much. “That’s what people expect us to be hot on, because we’re a pretty young company,” he explains. “Even though we’re in a kind of blue-collar business, people look at us as being pretty cutting edge. But we’re kind of the opposite. Not to say it’s overrated, but it seems with everyone trying to do something viral, trying to do social media, it’s become a bit watered down as a result.

“We like things that are visual. We like print and doing things online that really stand out. That’s what our company is all about. It’s about standing out in a pretty crowded market. There are hundreds of moving and hauling companies. Our trucks are bright orange and green. Our employees wear bright green shirts, so we stand out. That’s how we want our advertising to be.”